Brand drift (an OhhWells term)
The slow slide where an AI-built site starts on-brand and loses it page by page — your homepage looks like you, but by page six the fonts, colours and tone have wandered.
Brand drift is the failure mode that makes AI sites feel subtly “off.” Each page is generated in its own moment, and as the project outgrows the AI's memory, the rules you set at the start fade — a heading font changes, the blue shifts, the confident voice turns generic. No single page looks broken, but together they don't feel like one business. A well-kept brand kit is the fix: catch drift by reviewing the whole site as a set, and reset your brand rules whenever the AI wanders.
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